• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Media 101: Joining the conversation
 

Social Media 101: Joining the conversation

on

  • 1,241 views

Presented to PR Indies on May 5, 2009

Presented to PR Indies on May 5, 2009

Statistics

Views

Total Views
1,241
Views on SlideShare
1,224
Embed Views
17

Actions

Likes
2
Downloads
0
Comments
1

3 Embeds 17

http://secure.77academy.com 7
http://www.77academy.com 6
http://www.linkedin.com 4

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Laura:
    Excelent presentation
    My best regards
    Eng. Ramon Lopez
    Venezuela - La Victoria
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social Media 101: Joining the conversation Social Media 101: Joining the conversation Presentation Transcript

    • Social Media 101:
      • Joining the Conversation
    • Where do you start?
    • First: Jump in personally
      • Familiarize yourself with the applications and their unique terminology
      • Practice and experiment before you put your corporate image and brand out there
    • Second (or simultaneously): Listen
      • Monitor your company’s name, tagline and key industry phrases to determine goals
      • What is being said? How does this relate to your goals?
        • Questions? (Customer service)
        • Looking for discounts? (Sales)
        • Looking for more information? (Product specs, how-to resources)
      • Where is it being said?
        • Focus your efforts in the social media sites prevalent to your audience
    • Listening tools with notifications Comprehensive option: news, blogs, video, groups Flickr, YouTube, Digg, del.icio.us, Twitter, blogs, news Blog comments Twitter
    • Listening tools through manual search http://search.twitter.com Track names, key words, phrases in Twitter Track people on Twitter by name or category
    • Third: Narrow down your choices
      • Be selective. Based on your research, narrow down your choices.
      • Choose one or two social media tools to launch in support of your brand.
      • You don’t have to be everywhere, but be present somewhere.
    • Fourth: Engage Your Audience
      • Focus on the human touch
      • Let your company’s personality show through
      • People connect with people
    • Forrester Research: Six Categories
      • Creators
      • Critics
      • Collectors
      • Joiners
      • Spectators
      • Inactives
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    • Creators: 18% on online U.S. adults
      • Publish blogs
      • Upload videos
      • Upload music
      • Write and post online articles
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    • Discussion: How do you engage Creators?
      • Facebook: Allow and encourage fans to upload their own photos and videos.
      • LinkedIn Group: Encourage members to start and lead discussion threads.
      • Twitter: If your customer mentions you, follow them. And when appropriate, retweet them. Biggest compliments you can pay.
      • Blogs: Comment on their blog entries when they mention you. Ask them to be a guest blogger for your blog.
      • YouTube: Consider a YouTube competition and ask for submissions.
    • Critics: 25% on online U.S. adults
      • Post ratings/reviews of products/services
      • Comment on blogs and online forums
      • Contribute to wikis
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    • Discussion: How do you engage Critics?
      • Facebook: Upload applications such as “Reviews” and “Poll.” Also encourage testimonials directly on the Wall. Wall postings now can be “liked” or “disliked” by fans.
      • LinkedIn Group: Start discussion threads and ask for opinions and feedback from members.
      • Twitter: Survey followers. Share results in a follow-up tweet.
      • Blogs: Encourage comments. Respond to and thank those that leave comments.
      • YouTube: Point your customers to your videos and ask them to “favorite” them.
    • Collectors: 12% on online U.S. adults
      • Use RSS feeds to aggregate information important to them
      • Save URLs, add tags or vote for sites on Digg and Del.icio.us
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    • Discussion: How do you engage Collectors?
      • Facebook: Post relevant content that is fun, entertaining or educational on your Wall, i.e., events, articles, photos, vidoes.
      • LinkedIn Group: Share professional or educational resources, i.e., links to industry trend articles, how-to information, unusual ways to use your product or services.
      • Twitter: Provide links to valuable resources. Point to resources on your Web site or other external sources that are relevant.
      • Blogs: Add a “share this” widget or button to each blog post for easy social bookmarking and tagging.
      • YouTube: Encourage sharing of your videos.
    • Joiners: 25% on online U.S. adults
      • Maintain profile(s) on social networking site(s)
      • Visit social networking sites
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    • Discussion: How do you engage Joiners?
      • Get the word out where you are in social media.
      • Facebook: Invite your customers to be fans. Let them know your page exists. Post link everywhere, i.e., Web site, business cards, e-mail signature, print literature.
      • LinkedIn Group: Ditto.
      • Twitter: Ditto.
      • Blogs: Ditto.
      • YouTube: Ditto.
    • Spectators: 48% on online U.S. adults
      • Read blogs and online forums
      • Watch videos
      • Listen to podcasts
      • Read ratings/reviews
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    • Discussion: How do you engage Spectators?
      • Like Joiners, let them know where you are in social media.
      • Like Collectors, share as much information for them to gawk at as you can.
      • Key is frequent, fresh content to keep them coming back for more.
      • Let your company’s personality come through.
      • Don’t let every message be about you or be a direct sell. Make it meaningful to them.
    • Inactives: 44% on online U.S. adults
      • Keep in mind that some customers cannot be reached in social media — they are not there
      • Keep up traditional marketing efforts too
      Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
    •  
    • Trends and Best Practices
      • Convergence of professional and social
      • Building a credible presence in social media
      • Acknowledging the conversation where it happens
      • Using the name and face of a real person
      • Authenticity/transparency
      • Regular and frequent updates
    • Successes
      • Facebook
        • UW-Stout
      • Twitter:
        • @delloutlet
        • @wholefoods
        • @southwestair
      • Blog
        • Turkey Hill Dairy http://icecreamjournal.turkeyhill.com
      • YouTube/Video
        • BlendTec http://www.willitblend.com
    • Pitfalls
      • Domino’s Pizza
      • FedEx
      • New hire
      • Tips:
        • Don’t be afraid of negative comments
        • Acknowledge problems where they happen
        • Nothing is private
        • Incorporate SM into your crisis communications plan
    • Other social media sites and resources
      • Flickr
      • Digg
      • del.icio.us
      • Library Thing
      • Slideshare
      • Twitterfeed
      • Add This
      • Share This
      • Twit This
    • Contact Laura Short University Relations Specialist [email_address] http://twitter.com/laurashort http://digg.com/users/shortdigs/history http://www.linkedin.com/in/laurashort